YOOX Net-A-Porter: How mobile commerce is dominating the luxury market

Mobile commerce at an all time high in the luxury sector

Mobile commerce has reached a tipping point where mobile is more important than traditional computing even for the luxury sector. That’s the only conclusion that can be drawn from the latest news coming out of Yoox Net-a-Porter Group.

The high-end online pureplay retailer said it expects sales through mobile devices to overtake those through laptop/desktop over this extended shopping weekend (November 25-28).

It also expects to get more than one order every second on Cyber Monday, again with more than 50% coming via mobile. In last year’s comparable period, 41% of sales came from mobile.

The figures give food for thought simply because it isn’t that long ago that many in the industry thought m-commerce was key for lower priced fashion but that luxury shoppers would prefer a desktop experience. However, with key luxury markets such as the Middle East actually favouring mobile, old assumptions are being rejected fast.

YNAP director of data insights Matthew Keylock said this shopping weekend will be the “most mobile-centric in YNAP’s 16-year history.”

He said that when the company’s first stoppable iODS app launched in 2009, m-commerce accounted for less than 1% of sales.

He added: “Mobile devices are the most personal computers ever produced, allowing shoppers to interact, browse and buy whenever and wherever they want.”

Most mobile sales for the company are made through smartphones with 55% of Middle Eastern customers shopping that way and 47% in Asia-Pacific. But tablets remain important for the US, UK and Italy, accounting for 14% of sales from those countries combined.

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